An all new kind of trigger - don't miss the trick

Imagine this scenario: You send out your weekly promotional newsletter to your database. This email generates revenue but you want to find a way to make this email generate more. How do you do it?


Think about this. Would you generate extra revenue by sending a timely triggered email to recipients that have showed very specific engagement signals? For example, if you could send a timely follow up to a recipient that’s opened your email on two different devices within 4 hours, would this generate revenue?  You could trigger an email to recipients that have opened twice within a pre-determined time frame, or to those that have sent 90 seconds reading your email.


These triggers can be set to send after the second engagement has occurred; the point in time at which your brand is fresh in their mind. These triggers can include anything from the latest products, products they’re recently browsed, hot products, or even products related to past purchases that recipient has made. The content possibilities for the triggers is endless, but the best bit about the suggestions I’ve listed are that all of this information can be pulled in, and personalised, automatically using Open Time Marketing Tags. Every time the trigger is sent it would contain the latest, in-stock products at the moment of open. Hopefully you’ll agree that this new approach to triggering is interesting, and that it does present a realistic revenue opportunity.


Although this type of trigger will be low volume, you’re targeting real, engaged recipients. So I guess you’re wondering how many recipients would actually meet this ‘engaged’ criteria? To find out, last year we tracked over 100 million opens across multiple retailers. The results were impressive. We discovered that 4.5% of the recipients that we tracked opened twice (on two devices or with more than one hour between each open). That’s 4.5% of your recipients that could be truly engaged – I’m sure you’ll agree that could represent a significant revenue opportunity.


Basing triggers on web behaviour is proven, which makes it surprising that very few marketers (I’m not even sure if there are any at this point) are sending triggered emails based on email behaviour. Sure, they may be sending triggered emails based on lack of behaviour – lack of engagement, no opens in X amount of time and so on – but they’re not using their email data to trigger timely follow ups.

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